NGRAIN
NGRAIN: Boosting the trade show experience
For many technology companies, attending industry trade shows is an important way to showcase innovation as well as business growth. Attendance also provides an opportunity to connect with media and analysts who frequent these shows; however, with hundreds of companies competing for media attention this can be a major challenge.
Vancouver-based, award-winning provider of 3D performance support solutions, NGRAIN, faced this challenge when attending one of its most important annual events, the Interservice/Industry Training, Simulation and Education Conference (I/ITSEC). As a midsize company at an event dominated by industry giants, NGRAIN wanted to break through the din of news at the event. NGRAIN's customers – primarily found within the defense industry – were not willing to participate in interviews, therefore using a key customer story as a media draw was not an option.
To capture and maintain press interest, High Road Communications and NGRAIN designed a media campaign based on the value of NGRAIN technology, which helps safeguard defense personnel, and the breakthrough innovation of its 3D solutions. Encouraging attending media to get a hands-on experience with the tools through booth demos, the campaign generated solid interest from the press through interactive meetings with NGRAIN executives.
The result was a busy and successful I/ITSEC experience for NGRAIN with more than five times the media appointments than in previous years. NGRAIN left the show with new media relationships it will be able to build upon for years to come.
Vancouver-based, award-winning provider of 3D performance support solutions, NGRAIN, faced this challenge when attending one of its most important annual events, the Interservice/Industry Training, Simulation and Education Conference (I/ITSEC). As a midsize company at an event dominated by industry giants, NGRAIN wanted to break through the din of news at the event. NGRAIN's customers – primarily found within the defense industry – were not willing to participate in interviews, therefore using a key customer story as a media draw was not an option.
To capture and maintain press interest, High Road Communications and NGRAIN designed a media campaign based on the value of NGRAIN technology, which helps safeguard defense personnel, and the breakthrough innovation of its 3D solutions. Encouraging attending media to get a hands-on experience with the tools through booth demos, the campaign generated solid interest from the press through interactive meetings with NGRAIN executives.
The result was a busy and successful I/ITSEC experience for NGRAIN with more than five times the media appointments than in previous years. NGRAIN left the show with new media relationships it will be able to build upon for years to come.
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